"Double 11" Online Retail Sales Of Bosden Group'S Down Jacket Business Increased 35% Year On Year

On the evening of November 12, bosden released "double 11" sales data: The group's online retail sales of down clothing business increased by more than 35% year-on-year, and the online retail amount of bosden, the main brand, recorded a year-on-year increase of more than 25%, ranking first in the domestic clothing category for two consecutive years.  

　　 Bosden's Omni channel sales exceeded 1.5 billion yuan  

　　 According to official data, during the "double 11" campaign, bosden tmall flagship store ranked first in the list of men's and women's clothing in the first wave of pre-sale on October 21, with the total channel sales exceeding 900 million yuan. Since then, in the follow-up cycle, it is still the champion of local clothing brand sales, ranking the second in the industry in the clothing brand sales list. As of 23:59 on November 11, bosden's Omni channel sales exceeded 1.5 billion yuan, and brand Omni channel members exceeded 10 million yuan.

　　 President and chairman of the board "After the outbreak, we believe that head brands with strong brand value will have faster resilience and stronger competitiveness," he said

　　 Bosden can not get such a brilliant record without their attention to consumer preferences and deep insight into the market. With the rise of new ways of carrying goods such as Douyin, xiaohongshu, e-commerce live broadcast, and the changes of consumers' consumption habits, bosden followed the market changes, grasped the potential energy of the live broadcast anchor with goods, and reached a cooperation with famous Taobao anchor Li Jiaqi. He entered Li Jiaqi's live broadcasting room on October 20, November 2 and November 11, directly reaching the target consumers.

　　 In addition, during the "double 11" period, bosden's one-day live broadcast viewing volume reached 3.5645 million, ranking first in the industry in the live broadcast ranking of tmall apparel merchants, and realized real 24-hour live broadcasting. Bosden also became the only live broadcasting room with a turnover of more than 100 million yuan in the "double 11" activity of tmall.

　　 Through the live broadcast, consumers can see a series of fashionable and high-quality down jackets, such as the light and warm series, the urban sports series and the designer cooperation series, which are suitable for the current consumer preferences. They have a new understanding of bosden, and also take an important step for bosden's "double 11" sales to win the championship in local brands.

　　 Once again, down jacket  

　　 How to integrate down jacket with fashion perfectly? Under the premise of continuously improving the warmth retention of down jacket, bosden has changed the bloated characteristics of traditional down jacket and redefined the fashion of down jacket with innovative design and production technology.

　　 In 2018, bosden appeared as an independent brand in New York Fashion Week and showed in the main venue, which attracted the attention of the fashion industry. After that, bosden successively landed in Milan fashion week and London Fashion week. At London Fashion Week, bosden brought the strength and confidence of Chinese brands to the international show, which covered the whole show with Chinese red cloth and made Chinese fashion shine on the international stage.

　　 If the participation in the international fashion week has laid the foundation for bosden to enter the international fashion stage, then the joint brand series launched by famous international designers and IP is a powerful tool to open up the minds of young consumers. In 2019, bosden cooperated with the founder of Hermes's golden age, Gautier, to launch the co branded down jacket, which was sought after by many consumers.

　　 This year, bosden once again joined hands with Gautier to launch the "new generation of down jacket" series. On the day of the press conference, 759600 viewers were scheduled to watch the live broadcast within 2 hours of the live broadcast to watch the latest design products launched by bosden. The new generation of down jacket represented by Yang Mi and Chen Weiting includes a series of products such as Paris snow night, Grand Palace and classic navy. On the basis of Gaoding design, this series of products integrates fishbone waist cover, Navy elements and hollow out design, perfectly combining the concept of fashion and down.

　　 The classic design styles of Gautier, such as "one suit, two wear", color contrast design and concise and capable, combined with bosden's unique direct filling down production process, fully meet the consumers' demands for both fashion and warmth of down jacket, and make the fashionable design image of bosden more popular. The show, together with popular stars and KOL to bring goods, has attracted 300 million readers on Sina Weibo, which has promoted the brand awareness of bosden, strengthened consumers' awareness of the new brand image and promoted the continuous upgrading of the brand through the show and products full of design and artistic atmosphere.

　　 This year's "double 11" can achieve excellent results, not only relying on design, but also bosden's ingenuity and high-quality products. In order to improve the wearing experience of domestic consumers, bosden deeply studies the data of Asian million version library, and creates a tailoring method more in line with Asian body characteristics, so that consumers can get a better sense of wearing.

　　 Every down jacket of bosden has passed at least 62 craftsmen, 150 processes and extreme environmental tests. At the same time, bosden also focuses on the improvement of fabrics, down, wool, accessories and production technology. The new generation of down jacket series designed by Gautier adopts nano antibacterial fabric with wind and rain resistance performance, striving to produce the best quality and best workmanship down jacket for consumers, and win the favor of consumers with high-quality technology.

　　 Whether it is product quality or design appearance, bosden has always been "people-oriented" and launched products that satisfy consumers. This also makes more and more consumers have a deeper understanding of bosden's "down jacket experts", and makes bosden gradually become the first choice in the hearts of consumers. As a result, the new generation of down jacket series co designed by Gautier is sought after by consumers as soon as it is launched, and many styles are sold out quickly after the "double 11" pre-sale is opened.

　　 "Double 11" package quantity increases sharply, builds stable logistics system  

　　 In the face of this year's sudden outbreak of new coronavirus, which has brought changes and adverse effects to the market, bosden once again joined hands with Alibaba cloud to reach the strategic cooperation of "fashion pioneer of digital intelligence transformation" in April this year. The digital system built by bosden includes the construction of new retail capacity, the construction of quick response ability of commodities and the construction of data center.

　　 Bosden has actively promoted new retail operations and digital transformation, and has made significant breakthroughs in consumer research, precision marketing, and integrated operation of commodities by opening up Omni channel data in the data center. This year's "double 11" bosden's sales on major e-commerce platforms have shown a trend of high-speed growth.

　　 In order to better and faster deliver the products to consumers, bosden integrated the logistics distribution and storage system to ensure the stable operation of the logistics system during the "double 11" period. At the same time, it continued to deepen the digital transformation, providing conditions for precise interaction and service between brands and consumers.

　　 "As long as Chinese brands with strength, attitude, and feelings work hard in the fields they are good at, innovate customer value, and embrace the digital economy, they will gradually form the core competitiveness of Chinese national brands, gather into an irresistible strength of Chinese brands, and influence and lead the global consumer market," Gao Dekang said